No one goes broke from avocado toast

This is a new kind of conversation about money.

Financial gurus have got to give brunch a break.

They’ve got us convinced it’s our overindulgence in avocado toast and lattes that’s keeping us from paying off debt, buying a home, raising a family and enjoying basically anything without a well of financial anxiety bubbling behind an Insta-perfect smile.

This isn’t about the price of avocados.

It isn’t about our unwillingness to clip coupons or endure jobs we’re not passionate about.

We’ve been googling how to make a budget while our education is defunded, our labor as parents is devalued, and our employers legally discriminate against us because of our gender, race and ability — and we’re ashamed of the debt that got us through college, feeds our children and affords us the “luxuries” necessary to compete with white men in the workplace.

An abundance of personal finance advice would have you believe prosperity is just on the other side of that Google search: Learn the right answers, do the right things, be rich.

The problem? They don’t know you.

Work and money are universal issues we each experience uniquely — and we don’t talk about the nuances enough. Conventional advice ignores the “unique” part. At Healthy Rich, we shine a big, bright spotlight on it.

What we make

STORIES that illuminate the diversity of our relationships with work and money, all written by budding writers whose voices we don’t hear enough in personal finance media, like BIPOC, women, LGBTQ+ and people with disabilities. 

GUIDES to budget-free money management.

COURSES that transform your relationship with work and money and accompany you on your journey to a healthy rich life. (Coming soon!)

Why we make it

We operate on a fundamental belief that work should be fun, and money should be easy. For everyone.

Our mission is to help you understand finances, take control of your money and love the work you do. 

We don’t give directives about the “right” way to manage money, because we know no way is right for everyone. Our stories share perspectives on work and money to help you discover which moves make sense for you.

Don’t get us wrong: We know money.

And we’re happy to share what we know about things like paying down debt, investing, spending, saving and growing in your career. 

When we do, we’re sure to investigate conventional advice to discover how it really works (or doesn’t) for everyone, not just the unrepresentative few whose voices have dominated the personal finance industry for… ever.

Healthy Rich helps you discover the information, skills and mindset you need to choose the work and life you want — and start enjoying brunch again.

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Who we are

Dana Sitar, Healthy Rich founder (headshot)

Dana Sitar

owner and executive editor

Dana Sitar is a Certified Educator in Personal Finance® who’s been writing and editing for online audiences since 2011. She founded Dana Media in 2021 to diversify voices in personal finance media. Through Healthy Rich, she brings together her unexpected love for personal finance and her experience teaching writers to lead a new kind of conversation about money.

Farrah Daniel, Healthy Rich writing contest judge (headshot)

Farrah Daniel-Bermudez

writing contest judge

Farrah has been writing professionally for five years, focusing on topics like sex education and wellness, personal finance, PR and marketing, travel and much more. As a freelance writer, she manages and creates content for small businesses and nonprofits. Check out more of her work at